by Carolyn Edlund
Your response to objections can make all the difference between losing an opportunity and completing the sale.
Even the most enthusiastic art buyer may hesitate before committing to a purchase. Buying art is a personal decision. It’s often an emotional one too, making the commitment to own and live with a particular work. It also might involve a significant monetary investment.
So it’s natural for customers to have doubts when making up their mind about a purchase. For the most part, art acquisitions aren’t urgent, which gives collectors time to pause and consider whether their decision is final or not. As the artist, you must be able to step into their shoes, understand their reasoning, and be able to handle objections when they come up.
Understand Where Objections Come From
Some objections are easy to identify because customers will tell you directly: “This seems too expensive.” “I’m not sure where I’d put it.” “I need to check with my partner.”
Others remain unspoken. They might wonder about shipping costs, maintenance, or what happens if the artwork arrives and doesn’t look quite right in their space. The key is to listen carefully and imagine yourself in their place. What might you worry about in their position? When you anticipate objections, you can be ready with solutions.
Take, for example, the artist who created large textile weavings he believed were perfect for corporate and healthcare interiors. Despite getting meetings with venue owners, he wasn’t making any sales. The reason? He had never considered practical questions like: “How much will shipping cost?” “Who will installed the art?” “Can it withstand the use of antibacterial cleaners?” Because he wasn’t able to immediately answer practical logistics questions, his sale couldn’t move forward.
When you have a thorough understanding of the needs and wants of your clients, you can handle potential objections either as they arise, or even before they happen.
Be proactive: address objections upfront
One of the most effective ways to handle objections is to eliminate them before they surface. When you anticipate concerns and offer clarity upfront, buyers feel more at ease—and more confident saying yes. Some practical ways to do this include:
Offer a satisfaction guarantee. Let buyers know they can exchange or return a piece if it’s not the right fit—especially if it’s a gift. This simple reassurance often leads to more purchases, not more returns.
Explain key benefits. If your work solves a potential problem (like being easy to clean or not requiring a frame), say so! Include this in your website FAQs, product descriptions, signage, or even hangtags.
Make installation easy. If your work needs special handling or arrangement, provide a template or guide—or offer installation as part of the service. Removing friction at this stage can help close the deal.
During the sale: listen, acknowledge, reassure
When you’re in a conversation with a hesitant buyer, stay calm and open. Listen actively. If someone says, “This is more than I was planning to spend,” acknowledge it rather than brushing it off. You might respond, “I understand—it’s an investment. Would it help if I explained more about the process and what’s included?”
Avoid getting defensive. Pricing objections, delays, or concerns aren’t personal. They’re just part of the decision-making process.
Offer to sweeten the deal. This is a tactic you can use when appropriate and within reason. You might offer free shipping, a payment plan, or an installation bonus. Know in advance what you’re comfortable offering and what it costs you.
Understand your own sales cycle
Some objections simply mean that the customer isn’t ready—yet. That’s not a no; it’s a signal that more time, trust, or information is needed.
If you sell higher-end or custom work, consider the steps required to close the sale. Do you need to schedule a home visit? Meet with both decision-makers? Review framing options or adjust the size of a commission?
Don’t rush it. Art sales often unfold over time, especially when the piece is meaningful or the price point is high. Your patience, responsiveness, and professionalism during this process will help your buyer feel supported—not pressured.
It’s not about “winning” the sale
Handling objections isn’t about persuading someone against their will. It’s about offering the information, reassurance, and flexibility they need to move forward with confidence. When you understand their perspective, anticipate concerns, and remain solution-focused, you create the kind of experience that builds trust—and ultimately, more sales.
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